News: ‘History’: The Alexandria: A Message of Hope
Andrea Jesse
By Nicole Meldahl
The Alexandria Theatre has graced the corner of Geary Boulevard at 18th Avenue since Nov. 26, 1923, when the Levin family opened this once grand movie palace that lit up the Richmond District fog.
It was the first Egyptian-themed theater to be constructed in San Francisco and “one of the finest residential theaters in America,” according to a proclamation from its builders, Alex and Joseph Levin, in the Dec. 15, 1922, issue of “The Richmond Banner” (predecessor of the neighborhood newspaper you’re reading now). Back then, this commercial corridor was touted as a “new million-dollar business district” in debut advertisements, and the theater its keystone attraction. This was a very big deal.
The Alexandria was (and still is) iconic. The building was designed by the Reid Brothers, who were also responsible for westside landmarks like the 1909-era Cliff House and the Spreckels Temple of Music in Golden Gate Park. You can still discern elegant exterior flourishes that harken to the theater’s Egyptian design, like papyrus caps on the columns that rise from its degrading marquee. The Levins were also a big deal. Many of the iconic neighborhood theaters that still define the skyline of our City can be connected to the families of Alex or his brother, Samuel.
I was lucky to record an oral history with Samuel’s grandson, Fred Levin, in my role as executive director of the Western Neighborhoods Project (WNP), a community history nonprofit dedicated to preserving and sharing stories from San Francisco’s west side. Fred grew up and attended school in the Richmond District where, during his lifetime, his family owned and operated The Balboa, Coliseum and Coronet theaters, in addition to the Alexandria and others beyond the neighborhood, like the Metro in the Marina, the Harding in Alamo Square and the Vogue in Presidio Heights.
You cannot understand a place without understanding its people, and, ultimately, I think neighborhood theaters are more about people, like the Levins, than the movies they screen. Not surprisingly, Fred started out working for the family business and was even an usher at the Alexandria at one time. When I look at the Alexandria, I see the Levin family and think about all they’ve done for our City. I also think about all the local teens who had first dates or first jobs here. I think of the newsreels that ran before first- or second-run features that kept people critically connected to world events like the country’s descent into the Great Depression or the end of World War II. When I look at the Alexandria today, even in its derelict state, I see a place where the Richmond District came to be entertained, be informed, and be together – a place built by San Franciscans for San Franciscans.
Now vacant for almost 20 years, many don’t think of the Alexandria like this or remember the building in its prime. However, there are those who do still remember it fondly. In the latest issue of the WNP membership magazine, you’ll find an Alexandria article written by our co-founder and former executive director, Woody LaBounty. As always, he combines scholarly research with recollections from his time growing up in the neighborhood. This, in my opinion, is history at its best – information bound together by memories. This is why we always include a story pulled from our oral history program in the magazine, as we did with “Fred Levin Remembers” in late 2021.
How the Alexandria’s future unfolds also relies on people. When the theater’s neon sign was unceremoniously cut to pieces and removed, my heart hurt. Many of us began to fear the worst. Western Neighborhoods Project decided to bring attention to this regal survivor by commemorating the theater’s 100th anniversary with a little help from our friends. On view through early 2024 is a window exhibition at our office (1617 Balboa St.), curated by Lindsey Hanson and Gary Parks, that shares the Alexandria’s story. We also recently coordinated a historic program at The Balboa Theatre called “The Alexandria at 100,” with talks from San Francisco Heritage, San Francisco Neighborhood Theater Foundation and San Francisco Neon – groups that are keeping an eye on this icon in its uncertain present. Which leads me to the $1 million question: What will grace the corner of Geary Boulevard and 18th Avenue next? A theater? No, a pool? Maybe, eventually, housing?
Of course, only time will tell. In the meantime, I’m so grateful for the extraordinary people who defend cultural landmarks in harm’s way. Western Neighborhoods Project is not a political group; instead, we make historic context accessible to the public so organizations like those mentioned can focus on the advocacy necessary for historic preservation. I see the people who power this work – Woody LaBounty, Katherine Petrin and Alfonso Felder, Al Barna and Randall Ann Homan – striving to balance the needs of San Francisco’s overcrowded present with the needs of San Franciscans to experience a communal sense of place.
Now, when I look at the theater, I also see these people who care about what happens to the Alexandria and it gives me hope for its future.
Nicole Meldahl is the executive director of the Western Neighborhoods Project. Learn more at outsidelands.org. You can find more of Meldahl’s writings on her blog (nostosalgos.org) or her Instagram (@nostosnic).
David Goodyear
On Dec 5, 2023, at 6:37 AM, Andrea Jesse <2sueno...@gmail.com> wrote:
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<Alexandria Theatre, left Geary near 18th Ave June 1925.jpg><Fred Levin (third from right) with staff in the Alexandria Theatre lobby, June 1960..jpg>